Working with the Media A Guide for NAHU Members

Presented By:Kelly Loussedes

Vice President of Public Relations

NAHU Media Relations Tools

Media Relations Tab on Homepage• 8 Guidebooks• Press release templates• List of canned editorials• 5 PowerPoint presentations on media relations• 6 FREE ads• 4 FREE radio PSAs• Sound Bytes• Sample press kit• So much more … !

Find an Agent Feature

Extremely popular resource on the NAHU homepage.

Profiled on major media outlets like the Today Show, Good Morning America, New York Times, LA Times, Washington Post and countless others.

Media Spokesperson Database

The Media Spokesperson Database is comprised of NAHU members who are experts on important NAHU issues such as health care cost drivers, uninsured, market reforms, Medicare and long-term care.

We recently made enhancements to our media spokesperson database housed on the homepage of the NAHU website.

NAHU Sound Bytes

Compiled list of responses for you to use when reporters call – short and long version!

We want to make you the expert.NAHU needs to “Speak With One Voice”

Brokers Making A Difference New PR Campaign that highlights the value of

professional agents and brokers. 71-page booklet of personal testimonials to use in

the media or while lobbying your legislators concerning the need to include agents and brokers in any reformed system.

6-page condensed version that highlights the most touching stories.

Several New Op-Eds New Website –

www.brokersmakingadifference.com

Faces of the Uninsured Campaign

New brochure that provides testimonials from 5 individuals and families from across the country that were previously uninsured but with the help of a NAHU agent now have health insurance.

Effectively counters the single payer debate.www.facesoftheuninsured.com

Value of the Agent CampaignThe Value of the Agent brochure highlights the

role of the agent and how they provide health care consumers with the peace of mind that they’re getting the right coverage at the most affordable price.

Two 30 second radio spots on the role of the agent that stress the importance of having a professional health insurance agent to help consumers and employers navigate through the complexities of our health care system.

Value of the Agent AdsSeveral Value of the Agent Op-Eds and press

releases

Value of Media Relations

What Can Media Outreach Do?• Project a positive image about our industry• Generate understanding of role in health

care• Educate public about insurance• Identify NAHU members as a source of

information• Provide balanced commentary• Advance legislative agenda

Nuts and Bolts of Media RelationsKnow your local media

Types• Print – daily and weekly newspapers, trade

publications and magazines• Broadcast – radio and TV

Be a Media Monitor!

Distinctions BetweenPrint and Broadcast Print

• Allows more in-depth coverage• Often more lead-time• Great range of venues

Broadcast• Sound bites -- message must

be more concise • Must have experienced

spokesperson

OPPORTUNITIES FOR VISIBILITY

Chapter News• Legislative Activities• “Day on the Hill”• Meeting with

Governor or Legislators

• Awards, Member Professional Achievements

• Charitable Activities• Speaking

Engagements• Public Hearings• Client Feature

Stories

Feature Material• Consumer Tips or

Advice

National News• Reaction• Local Impact

Content – Message MgtLocalize story or issue

• Refer to local people and how issue will affect them and local businesses

• Use quotes from local people about the story

Craft meaningful, short messages with relevance to community

Tell why it is relevant with facts/statistics and tangible examples

Tools of the Trade

When and how to use the tools• Building a press list• Letter of introduction• Press release• Media advisory• Photo• Letter to the editor• Editorial/Op-Eds• Bylined article

Initiating the Media Process Step by Step

Finding the Right Media Outlets• NAHU has access through PR Newswire to

current media lists by state and subject matter.• List should include print, television and radio

reporters. Remember to also include weekly and community newspapers.

• Make sure to include name, phone number, fax number, email, and address.

Media Materials – What Kinds and How Do They Help?

Letter of Introduction– Your credentials– Topic/issues you can address– An offer to provide a background briefing– Contact number, e-mail address

Follow up by phone with every contact…just like in sales!

When and How to Use the Tools

Press Release - Announces “news”• Include contact information and date of release• Include an eye-catching “headline” • Describe the “core” news message in first

paragraph (who, what, when, where, why)• Expand the news story in following paragraphs• Include a quote from a recognized

spokesperson in the organization• Close with a “boilerplate” paragraph about the

organization announcing the news• Limit to 1 or 1 1/2 pages• Use ### or -30- at end of release

When and How to Use the Tools

Media Advisory - Announces an upcoming news event or offers a resource person to address a current “hot” issue• Include an eye-catching “headline”• Distribute several days in advance of the news

event • Use a “What, When, Where, Why” format• Bullet the main points• Provide contact information and date

When and How to Use the Tools

Photograph - Attach a “cut-line” to the photo that identifies the person(s) in the photo and describes what is pictured• Include with appropriate news announcements

(promotion, awards, partnerships)• Ask the reporter how they want the photo sent

to them

When and How to Use the Tools

Letter to the Editor - Responds to an article or editorial that has appeared in a publication• Make certain it relates directly to the topic• Include name of article, date and page for

reference• Be concise and brief• Share your unique perspective• Give examples• Close with your name, title and affiliation

• (Advance Chapter approval required if identified)

When and How to Use the ToolsOp-Ed - An “opinion piece” submitted by

an individual or on behalf of an organization to a publication. Placement can be paid for or a publication may decide to publish on its own.

• Needs to be linked to a topical issue of interest.

• Offers a unique perspective.• Is brief (usually 300-600 words).• Includes name of author and affiliation.

When and How to Use the Tools

Bylined Article - A lengthier article (primarily used in trade publications) authored by an organization’s staff or member on a topical issue

• Offer to write an article for the publication• Do not prepare an article without discussing

it with the editor

Tips for Newspaper Interviews

First Question -- When is your deadline?Buy prep timeEstablish “interview setting”

– Clear your desk– Close the door

Use prepared notes – sound bytes on NAHU website

Keep message points in front of you

Interview Tips (con’t)

Speak clearly and concisely – be able to explain your story in a few brief sentences.

Present your conclusion first. This sounds odd, but your time talking with a reporter will be limited, you need to assert the main point first and then support the statement with facts.

Be honest. If you don’t know something the reporter asks, don’t guess. Tell him or her you will get back to him promptly with the correct information.

Interview Tips (con’t)

Never speak off the record. Assume everything you say will be reported, whether it’s before, during, or after an interview.

Make sure that what you tell the reporter is what you want to see in print.

Most reporters will not allow you to see the article before it goes to print. Always invite the reporter to call you for more information or clarification.

The Art of “Bridging”

A bridging statement is simply a transition from one topic (based on a reporter's question) to a subject you want to talk about (your message).

You should answer the question as briefly as possible, and then bridge to your message. Sometimes you are introducing your message for the first time, while other times you are reinforcing it.

Bridging ExamplesHere are some examples of bridging

statements that will effectively help you stay on message: – The fact is …– What I recommend people do is ...– Let me re-emphasize something I said earlier

about ...– That's why it is important to ...

Interviews Gone Astray Sometimes you need to abruptly change the

direction of the interview. Perhaps the reporter has wandered into a different direction, or is touching on a controversial issue, and you want to get back on message.

Here are some bridging statements you can use:– The question that you should ask is ...– The real issue here is ...

Bridging TipsThe First Question Rule: Take Control You can begin your answer with a “bridge” such as: “Mike, that’s a great question. Let’s take a step back and

look at some important information. I’d like to give you some history….”

Then deliver your message.

NEVER ANSWER A HYPOTHETICAL QUESTION! A journalist might try to get an interesting story by

leading you into a “what if” scenario. Never speculate. Instead, bridge to one of your core messages with:– That’s too hypothetical at this point, but….– I don’t want to speculate on that, but what I think

you’re trying to get at is….

The “Hook”

The Hook is a technique that gets the interviewer to follow-up on your first point allowing you to get a second point in.

For example, you can say, “There are two very important considerations that must be taken into account before we can support this proposed health care policy. The first is . . . “ then expand on that point.

The interview will seem incomplete if the reporter doesn’t follow-up with, “and the second point?” This is a good way to ensure that both your points get air time.

Flagging

Flagging alerts the reporter to what you consider most important. It’s a good way to emphasize the key point or points you want the reporter to remember.

Flagging is simply giving the reporter a verbal clue about what is important:– What your audience needs to know is …– What I want to be sure you understand here is. . – The critical point is….– If there’s one point viewers need to understand….

Be Prepared!

Consider your Messages --– Review sound bites and quotable phrases– Facts and statistics– Examples– Analogies

Be ready to speak in layman’s terms — no jargon. Project Positive Energy --

– You’re glad to be here– You’re interested in your audience– You have knowledge you want to convey

Ten Tips Use simple, direct answers Repeat messages Pause Don’t over answer: make point, stop talking Avoid jargon Listen, don’t interrupt Stay in your zone of expertise Don't get angry Never say “off the record” or “no comment” Don’t say it if you don’t want to see it